The Effect of Brand Ambassador and Electronic Word of Mouth on The Purchase Decision of Erigo Apparel Products With Brand Image As An Intervening Variable

Putra, Rheznandya Aranda
Edy Purwo Saputro

Community Engagement and Emergence Journal (CEEJ)
Vol. 6 No. 1 (2025): Community Engagement & Emergence Journal (CEEJ)

This study examines the impact of brand ambassador and electronic word of mouth (E-WOM) on the purchase decision of Erigo Apparel products, with brand image as an intervening variable. A quantitative research approach was used, where primary data was collected through questionnaires distributed to 100 students in Surakarta. The study utilized purposive sampling and employed a five-point Likert scale to measure the responses. The data was analyzed using SPSS Statistics 22, including classical assumption tests, multiple linear regression, and hypothesis testing with the F test and t test. The findings indicate that brand ambassador has a negative but insignificant effect on purchase decisions, while E-WOM has a positive and significant influence. Brand image was found to have a negative but insignificant effect. The study suggests that future research should explore additional variables and larger sample sizes for more comprehensive insights into factors affecting purchase decisions.